The advertising industry plays a crucial role in enhancing brand awareness, engaging consumers, and ultimately driving economic growth. Leaders in this field are essential for fostering innovation, staying ahead of market trends, and setting new standards for creativity and effectiveness. Their ability to inspire and motivate teams is central to creating impactful campaigns that resonate both emotionally and practically. Khalda Ibrahim, the CEO and Chief Creative Officer (CCO) of The TRIBE Group exemplifies this leadership, masterfully balancing the demanding responsibilities of her dual roles and demonstrating a keen ability to drive both operational and creative success. As part of DAL Group, one of East Africa's largest conglomerates with operations in FMCG, engineering, agriculture, hospitality, and development, The TRIBE Group has become a leading agency, offering integrated creative services and strategic planning.

During our interview, Khalda shared insights into her professional journey, success mantra, and key roles and responsibilities.

Could you elaborate on your academic background and field of study? How did you begin your career and enter the industry?

I graduated in psychology from the American University in Cairo, focusing on children and young adults with special needs, a passion that drives my Sukoon platform. I also minored in arts, sparking my love for creativity. For the past 18 years, I’ve volunteered, supporting families with special needs children. However, my career took a different direction when I was scouted by MBC Group (Middle East Broadcasting Center) during university to host a youth-centred program called Yalla Shabab. This experience, combined with my involvement in cultural and artistic communities, sparked my transition into the creative industry. I am the CEO of The TRIBE Group, which includes four companies, one in advertising, another in interior design & architecture, TRIBE Xperience for event management, and AlMultaqa, a cultural centre for Afro-Arab music and art, hosting one of the largest Afro-Arab harmonic orchestras globally. My journey with The TRIBE Group started 18 years ago during a short visit to Sudan. Since then, I’ve helped it grow from a small agency to a global presence, with bases in Sudan, Dubai, and Amsterdam.

What have been some of the most pivotal moments and crucial junctures throughout your professional journey that have significantly influenced your career path?

One of the most significant turning points in my career occurred during the devastating war in Sudan in April 2023. While our company thrived as the largest in the region, with a solid client base that included major players, the conflict shattered our operations, destroying factories, theatres, and our entire setup, forcing us to return to our secondary base in Dubai. This challenging period, which lasted a year and a half, required us to rebuild and reinvent ourselves from scratch. A crucial focus was on AlMultaqa, as we realized that while businesses can be rebuilt, art and culture are irreplaceable. We prioritized saving our musical orchestra by relocating it to the UAE, preserving our cultural heritage. This experience taught me resilience, proving that even after setbacks, we can rebuild. Today, we're expanding into Mozambique, Egypt, and other regions in Asia and Africa, and I take pride in preserving the orchestra as a key part of our identity

Tell us about the key roles and responsibilities you shoulder as the CEO and Chief Creative Director for the firm.

As the CEO and Chief Creative Officer of The TRIBE Group, my primary focus is on envisioning transformative opportunities that drive innovation and growth. The role of CEO often comes with a typical stereotype, but I believe that once a business is well-structured, the most valuable and scarce asset is people who generate truly creative ideas. That’s why I’ve chosen to dedicate most of my brain capacity to fostering and nurturing this creative talent within The TRIBE Group. While my team handles daily operations, I set ambitious goals, shape strategy, and guide them. This balance allows me to engage in creative work, designing concepts, events, and business ideas. This mix of leadership and creativity drives The TRIBE Group’s success.

Introduce us to The TRIBE Group. Tell us about the key roles and responsibilities you shoulder as the CEO and Chief Creative Director for the firm.

As the CEO and Chief Creative Director of The TRIBE Group, my primary focus is on envisioning transformative opportunities that drive innovation and growth. While my skilled team manages daily operations and commercial activities, I set ambitious goals such as expanding into the Tanzanian market with boutique hotels, shaping our strategic vision and guiding the team. While many see a CEO’s role as focusing on operations, I believe in pushing creative and strategic boundaries. I engage in designing cultural centers, events, and brand identities. This blend of leadership and creativity fuels my passion and drives The TRIBE Group’s growth.

Could you please share your mantra for success?

I like to think of my success formula as a daily commitment to passion and excitement. Each morning, I wake up with a deep belief in my ideas, knowing that creative concepts can sometimes be challenging to sell. When people ask if I ever feel bored or disengaged, I can confidently say that it’s rare for me to wake up without that drive and enthusiasm. My formula for success in the creative industry hinges on being genuinely fascinated by what I do and entertaining myself before I entertain others with my ideas. This extreme passion empowers me to overcome obstacles and propel my work forward.

Khalda Ibrahim, CEO And CCO, The Tribe Group

Khalda Ibrahim is an exceptionally talented and creative leader, skillfully balancing her roles as CEO and Chief Creative Officer of The TRIBE Group. She effectively manages daily operations while driving innovative and strategic initiatives, demonstrating her versatility and insight.